Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
권호 표지

The Effects of Physical Environment in Coffee Shops on Customer Brand Loyalty: With a Focus on the Comparison between Mediating Effects of Customer Satisfaction and Emotional Responses

커피전문점의 물리적 환경이 브랜드 충성도에 미치는 영향: 고객만족과 감정 반응의 매개 효과 비교를 중심으로

  • Kim, Su-Jin (Dept. of Hospitality & Tourism Management, Graduate School, Sejong University) ;
  • Lee, Hyung-Ryong (Dept. of Hospitality & Tourism Management, Sejong University)
  • 김수진 (세종대학교 일반대학원 호텔관광경영학과) ;
  • 이형룡 (세종대학교 호텔관광대학 호텔관광경영학부)
  • Received : 2011.06.06
  • Accepted : 2011.07.04
  • Published : 2011.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to examine the physical environmental factors in coffee shops which determine customer brand loyalty, and to investigate the mediated effects of customer satisfaction and emotional responses on the causal relationship between the physical environmental factors and brand loyalty. A sample of 400 coffee shop customers was collected from Seoul and Gyeonggi in March, 2011 through a self-administered questionnaire. 351 of 400 subjects were used for validity and reliability analysis. 12 outliers were removed from the analysis, and 339 subjects were used to derive the results. Multiple linear regression and stepwise regression were conducted after the construct validity and reliability. The results can be summarized as follows: (1) Physical environmental factors in coffee shops consists of 5 dimensions such as facility aesthetics, cleanliness, ambiance, layout, and internet environment. (2) Facility aesthetics, ambiance, and internet environment had an influence on brand loyalty. (3) The effects of cleanliness and layout on brand loyalty, were not significant on multivariate analysis. However, the relationship between cleanliness and brand loyalty was mediated by emotional responses and also the relationship between layout and brand loyalty was mediated by customer satisfaction. (4) The mediating effects of customer satisfaction were higher than those of emotional responses.

Keywords

References

  1. 한국외식정보(주) (2009) 한국외식연감. 한국외식정보, 서울 pp 268-272.
  2. Andaleeb SS, Conway C (2006) Customer satisfaction in the restaurant industry: An examination of the transaction-specific model. J Services Marketing 20: 3-11. https://doi.org/10.1108/08876040610646536
  3. Baker J (1987) The role of the environment in marketing services. In: Czepeial JA, Congram CA, Shananhan J (Eds.) The services challenges: integrating for competitive advantage. IL: American Marketing Association. p 79-84.
  4. Baron RM, Kenny DA (1986) The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. J Personality and Social Psychology 51: 1173-1182. https://doi.org/10.1037/0022-3514.51.6.1173
  5. Bitner MJ (1992) Servicescapes: The impact of physical surroundings on customers and employees. J Marketing 56: 57-71. https://doi.org/10.2307/1252042
  6. Chaudhuri A, Holbrook MB (2001) The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. J Marketing 65: 81-93. https://doi.org/10.1509/jmkg.65.2.81.18255
  7. Choi HM, Lee HR (2009) The effect of coffee shop image on customer repurchasing intentions: Bootstrapping estimation methods on the mediating effect of customer satisfaction. The Academy of Customer Satisfaction Management 11: 1-20.
  8. Choi HM, Lee HR (2011) The effect of coffee shop customers' experiential value on brand attitude and brand loyalty: A focus on the moderating effect of brand nationality. J Tourism Sci 35: 243-266.
  9. Choi SI, Park JY, Lee MS (2010) A study on determinants of demand for coffee houses. J Hospitality and Tourism Studies 37: 150-161.
  10. Chun BG (2005) The influence of physical environment perception on restaurant patrons' attitude formation: The mediating role of emotional responses. Korean J Food Culture 20: 438-445.
  11. Cronin JJ, Taylor SA (1994) SERVPERF VS SERVQUAL: Reconciling performance-based and perceptions-minus-expectations measurement of service quality. J Marketing 58: 125-131.
  12. Han H, Ryu K (2009) The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. J Hospitality and Tourism Studies 33: 487-510. https://doi.org/10.1177/1096348009344212
  13. Han JS, Hyun KS (2008) The influence of family restaurant's physical environment on customer value. J the Korea Service Management Society 9: 89-108.
  14. Harris LC, Ezeh C (2008) Servicescape and loyalty intentions: An empirical investigation. European J Marketing 42: 390- 422. https://doi.org/10.1108/03090560810852995
  15. Jang SC, Namkung Y (2009) Perceived quality, emotions, andbehavioral intentions: Application of an extended Mehrabian- Russell model to restaurants. J Business Research 62: 451-460. https://doi.org/10.1016/j.jbusres.2008.01.038
  16. Jung MB, Kim SH, Kim YI (2010) Impacts of hotel buffer restaurant's physical environment on both service quality and customer satisfaction as well as customer's loyalty: Focused on the super deluxe hotels in Seoul. Korean J Tourism Research 25: 101-120.
  17. Jung YW (2006) A study on the positioning strategy of coffee house. Korea Academic Society of Hotel Administration 15: 269-289.
  18. Keller KL (1993) Conceptualizing, measuring, and managing customer-based brand equity. J Marketing 57: 1-22.
  19. Ki MO, Lee DI (2008) Influence of perceived quality and brand image on the perceived value and loyalty in specialty coffee shop-moderating role of the consumer knowledge. J Foodservice Management 11: 49-72.
  20. Kim HA (2008) Importance-performance analysis of service quality of in campus specialty coffee shop. J Food Sci Nutr 37: 1069- 1078.
  21. Kim SH, Choi SM, Kwon SM (2009) The effect of customer perception of the physical environments of hotel restaurants on emotional reaction, customer satisfaction, repurchase intention and recommendation intention. Korean J Tourism Research 23: 81-99.
  22. Kim TH, Son EY, Jang YJ (2008) The impact of upscale restaurant physical environment on customers' emotional responses and behavioral intentions. Korea Academic Society of Hotel Administration 17: 71-85.
  23. Kim TH, Yoo HJ, Lee IO (2010) Evaluation of how the motivation the use of specialized coffee branches brand attitude, satisfaction and loyalty. J Eastern Asia Society of Dietary Life 22: 149-158.
  24. Kim YH, Ku CH (2007) An influence recovery justice along the type of service failures to the customer's emotional response, satisfaction and loyalty: CIT approach. J Hospitality and Tourism Studies 24: 151-166
  25. Kim YO (2003) A study on the choice attributes and customer satisfaction of a take-out coffee shop. KJCR 9: 141-154.
  26. Kotler P (1973) Atmospherics as a marketing tool. J Retailing 49: 48-64.
  27. Ku JD (2007) The effects of physical environment on cognitive loyalty and behavioral loyalty. J Marketing Studies 15: 65-84. https://doi.org/10.1080/09652540601130021
  28. Lee HR, Kim YH (2005) The effects of the service failure's recovery on the emotional response and the purchase intention in the restaurant. Korea Academic Society of Hotel Administration 14: 293-314.
  29. Lee HS, Lim JH (2002) Measuring the consumption-related emotion construct. Korea Marketing Review 17: 55-91.
  30. Lee SH, Lee BG (2010) The characteristics of servicescape for a domestic espresso coffee specialty store. J Korean Society of Design Sci 23: 32-42.
  31. Mehrabian A, Russell JA (1974) An approach to environmental psychology. Cambridge MA: MIT Press.
  32. Milliman RE (1986) The influence of background music on the behavior of restaurant patrons. J Consumer Research 13: 286-289. https://doi.org/10.1086/209068
  33. Namasivayam K, Mattila A (2007) Accounting for the joint effects of the servicescape and service exchange on consumers' satisfaction evaluations. J Hospitality and Tourism Research 31: 3-18. https://doi.org/10.1177/1096348006292996
  34. Oliver RL (1981) Measurement and evaluation of satisfaction processes in retail settings. J Retailing 57: 25-48.
  35. Oliver RL (1999) Whence consumer loyalty. J Marketing 63: 33-44.
  36. Parasuraman A, Zeithaml VA, Berry LL (1988) SERVQUAL: A multiple item scale for measuring consumer perceptions of service quality. J Retailing 64: 12-40.
  37. Park MH, Cho HJ (2000) Reconceptualization and scale development of customer satisfaction. Korea Marketing Review 15: 93-122.
  38. Raajpoot NA (2002) TANGSERV: A multiple item scale for measuring tangible quality in foodservice industry. J Foodservice Business Research 5: 109-128. https://doi.org/10.1300/J369v05n02_08
  39. Reichheld FF (1996) The loyalty effect: The Hidden force behind growth, profits and lasting value. MA: Harvard Business School Press. pp 33-62
  40. Rundle-Thiele S, Mackay MM (2001) Assessing the performance of brand loyalty measures. J Services Marketing 15: 529-546. https://doi.org/10.1108/EUM0000000006210
  41. Ryu K, Han H (2010) Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral intention in quick-casual restaurants: Moderating role of perceived price. J Hospitality and Tourism Research 34: 310-329. https://doi.org/10.1177/1096348009350624
  42. Ryu K, Han H, Kim TH (2008) The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International J Hospitality Management 27: 459-469. https://doi.org/10.1016/j.ijhm.2007.11.001
  43. Ryu K, Jang SC (2008a) DINESCAPE: A scale for customers' perception of dining environments. J Foodservice Business Research 11: 2-22. https://doi.org/10.1080/15378020801926551
  44. Ryu K, Jang SC (2008b) Influence of restaurants' physical environments on emotion and behavioral intention. The Service Industries Journal 28: 1151-1165. https://doi.org/10.1080/02642060802188023
  45. Um YH (2010) The impact of servicescape of coffee shop to customer satisfaction and relationship performance. Korea J Tourism and Hospitality Research 24: 329-344.
  46. van Dolen W, Lemmink J, Mattsson J (2001) Affective consumer responses in service encounters: The emotional content in narratives of critical incidents. J Economic Psychology 22: 359-376. https://doi.org/10.1016/S0167-4870(01)00038-1
  47. Wakefield KL, Blodgett JG (1996) The effects of the servicescape on customers' behavioral intentions in leisure service setting. J Services Marketing 10: 45-61. https://doi.org/10.1108/08876049610148594
  48. Yuksel A, Yuksel F (2001) Measurement and management issues in customer satisfaction research: Review, critique and research agenda: Part one. J Travel and Tourism Marketing 10: 47-80.